begin_checkout is the most important intermediate stage event in the purchase funnel. It occurs the moment the user checks the shopping cart and presses the 'Pay' button, and is the starting point of the flow that goes from entering shipping information (add_shipping_info) → selecting a payment method (add_payment_info) → completing the purchase (purchase).
In UA, it corresponded to step 1 of the checkout action, but in GA4, it was separated into a separate event name. When implementing, you can analyze the shopping cart composition at the beginning of checkout by sending the items array along with value, currency, and coupon (whether or not the coupon is applied).
If you register the checkout-start event as a key event, it can be tracked separately in the GA4 conversion report. If the checkout-start rate (begin_checkout / view_cart) is low, shopping cart UX needs to be improved, and if the purchase conversion rate after begin_checkout is low, the payment form or shipping cost policy needs to be reviewed.
GA4 Screen Path: Explore > Funnel exploration > Add begin_checkout as a funnel step to track conversion rates.
Key takeaways
- This is a GA4 e-commerce event that occurs when entering the checkout flow, such as clicking the ‘Pay’ button.
- This is an intermediate event in the add_to_cart → begin_checkout → purchase funnel.
- Items array, value, currency, and coupon parameters can be transmitted together.
- It corresponds to checkout step 1 of UA and was separated as an independent event in GA4.
- By registering as a key event, you can monitor payment completion rate and abandonment rate by funnel stage.